Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study
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European Online Journal of Natural and Social Sciences 2019; www.european-science.com
Vol.8, No 1 pp. 17-35
ISSN 1805-3602
Factors Affecting Impulsive Buying Behavior with Mediating role of Positive
Mood: An Empirical Study
Muhammad Bilal Ahmad1*, Hafiz Fawad Ali2, Maha Sabir Malik2, Asad Afzal Humayun3,
Sana Ahmad2
1
Hailey College of Commerce, University of the Punjab, Lahore, Pakistan, 2Institute of Business
Administration, University of the Punjab, Lahore Pakistan, 3Department of Management Sciences,
COMSATS University, Lahore
*Email: bilalaahmad220@gmail.com
Received for publication: 13 August 2018.
Accepted for publication: 01 December 2018.
Abstract
This research which is guided by impulse buying literature and “Stimulus-Organism Re-
sponse (S-O-R) model”, explores the relationship between individual differences and impulse buy-
ing behavior directly and indirectly through the mediating role of positive mood. Survey methodol-
ogy was conducted in order to collect data from 300 customers in Lahore. Convenience sampling
technique was used and the associations between the concepts were analyzed by using PLS based
SEM analysis. Results of the study prove that the factors which significantly affect impulse buying
behavior are positive mood, impulse buying tendency and fashion involvement while insignificant
variables for impulse buying are self-esteem, shopping enjoyment and hedonism. SE, IBT, Hedon-
ism and Self-esteem have a direct significant impact with the mediating variable positive mood whe-
reas FI shows an insignificant relation with PM. Results regarding mediation demonstrated that the
relationship between IBB and Shopping enjoyment is completely mediated by positive mood but the
relationship between fashion involvement, self-esteem, Hedonism, Impulsive buying tendency and
IBB is partially mediated by positive mood. This research paper will prove beneficial for marketing
practitioners and researchers by developing a comprehensive knowledge and understanding about
customer’s impulse buying behavior and its relationship with its determinants. This study validates
and extends the “S-O-R model of Mehrabian and Russell (1974)” by incorporating personal traits’
influences on impulse buying behavior.
Keywords: Impulse buying behavior, Stimulus-Organism-Response, Partial Least Squares,
fashion involvement, impulse buying tendency, positive mood, Structural Equation Modelling
Introduction
Impulse buying behavior has now become a riddle for marketers. 60 years ago Clover recog-
nized and developed this concept for the purpose of promotional activities attitude in the market.
This kind of behavior was observed when customers were faced with by instant, affective-oriented
and quick purchasing. (Abbasi, 2017). Whenever the consumers having spontaneous purchasing atti-
tude want to have something, they do not bother to analyze other choices and go deep into the de-
tails. Studies have shown that most of the times such behaviors are triggered by situational factors
which have the capability to enhance the willingness of individuals for shopping. Spontaneous buy-
ing is observed as a person’s discrete behavior that influences them when they are surrounded by
different circumstances. (Beatty & Ferrell, 1998). Unplanned buying is a persuaded influence due to
an individual’s background and past experiences.(Abbasi, 2017).
Openly accessible at http://www.european-science.com 17
Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
Antecedents that influence spontaneous buying have been the focal point of many discus-
sions in recent studies. Culture, heterogeneous economy, individuality, Timings and Location etc.
are that factors that influence unplanned purchasing attitude. (Abbasi, 2017). While purchasing a
product, both inner and outward background factors perform their role in varying the attitude of the
customer. Inner factors are due to a person’s individual traits and characteristics and have a great
influence on instant buying attitude. Buying is considered as a pleasure seeking activity that is re-
lated with sentiments and psychosocial inspirations. (Chang, Eckman, & Yan, 2011). Such kind of
willingness and temptations can lead towards emotional responses and happen even without antic-
ipating any results and consequences. Hedonic intentions persuade the consumer to go for amuse-
ment, entertainment and fun seeking activities while the consumers having hedonism intentions do
not think wisely and reasonable while shopping but prefer luxury, pleasure and internal satisfaction.
Gültekin and Özer (2012) Found out the importance of pleasure and amusement in a customer’s
buying decisions. Goyal and Mittal (2007) claim that, excitement while spending is a customer’s
internal characteristic which motivates individual to spend for their desire and wishes. Those people
who are hugely interested in shopping tend to wander more in shopping malls and markets because
of higher level of attraction and excitement for buying. (Badgaiyan & Verma, 2014).
Isen, Means, Patrick, and Nowicki (1982) asserted that the individuals who are capable to
stay positive and optimistic in their temperaments are mostly quick in their decision making. Opti-
mistic emotional circumstances and instant buying ability drives the behavior of spontaneous pur-
chasing. (Mohan, Sivakumaran, & Sharma, 2013); (Beatty & Ferrell, 1998). Beatty and Ferrell
(1998) concluded that people have different kind of purchasing behaviors, recurrent will be the
chances of instant shopping if the consumer has higher level of impulse buying tendency in them.
(Beatty & Ferrell, 1998). Kang-Park (1991), Cha (2001); Han, Morgan and Kotsiopulos concluded
that instant buying of trendy items, uncovered the variety in such a way that persuade for fashiona-
ble and emotional buying behavior. Involvement in fashionable items and apparels cause spontane-
ous buying of fashionable products. Such purchasing behavior and fashion involvement increase a
person’s self-esteem and hence his societal image. As some past studies have shown that there exists
a healthy connection between unplanned purchasing and self-esteem. Customers having higher level
of self-esteem tend to think twice before purchasing anything as they are confident about their deci-
sions and personality. They also want to look mature and rational so they avoid instant buying.
Problem Statement
The critical analysis of the literature related to impulse buying behavior has illustrated that
maximum research work has mainly concentrated on almost one or two character indications along-
side other situational and external cues. This highlights a flaw in previous literature. So the purpose
of this research is to complement those previous studies by doing critical analysis through develop-
ing a theoretical model framework, which will have a number of determinants focusing on individu-
als that will influence impulse buying behavior by putting a strong emphasis on five relevant fea-
tures of customers - Self-esteem, shopping enjoyment, impulse buying tendency, fashion involve-
ment and hedonism.
Research Objectives
To observe the effect of individual dissimilarities on consumer’s impulse buying be-
havior by having the mediating role of positive mood.
To determine the effect of self-esteem on impulse buying behavior by having the me-
diating role of positive mood.
To inspect the impact of hedonism on impulse purchasing behavior by having posi-
tive mood as a mediator.
Openly accessible at http://www.european-science.com 18Social science section
To examine the relationship between shopping enjoyment and instant buying having
the effect of positive mood as a mediator.
To determine the influence of instant purchasing tendency on impulse buying beha-
vior while having positive mood as a mediator.
To investigate the connection between fashion involvement and instant purchasing
behavior having the mediating effect of positive mood.
To analyze that whether the instant buying attitude is influenced by positive mood or
not.
Literature Review
Bellenger et al. (1978) Asserted that gradually the focus of instant purchasing behavior is
shifting from ‘what’ to ‘why’ of unplanned buying and then towards ‘how’ of it. Huge amount of
literature and researches have been conducted in the world which are influenced by consequential,
promotional and ecological driven elements while the past studies overlooked simultaneous impact
of individual’s factors on instant buying behavior. This study will discover a) review of the litera-
ture, b) association between variables, c) theoretical framework.
Self-esteem
This term is explained as “a global feeling of self-worth or adequacy as a person, or genera-
lized feelings of self-acceptance, goodness, and self-respect” (Coopersmith, 1967). In commercial
researches, a wish to tolerate and complement self-esteem is connected with materialism (Arndt,
Solomon, Kasser, & Sheldon, 2004). The positive side of self-esteem which is known as positive
self-worth, consists on the extent to which an individual is confident about his own capabilities and
recognizes his ethical values and morality (Kohn, 1989). If a person has higher self-esteem, he tends
to feel greater level of confidence and valued among others by admitting all his flaws and imperfec-
tions. Rook and Fisher (1995) claimed that some consumer refrain from their internal instant beha-
viors as they want to appear mature and rational in their decisions. Also unplanned shopping can
cause negative normative assessments. Nayeb zadeh and Jalaly, (2014) found out in their research
that, there exists a negative relationship among impulse buying and SE. Higher level of self-esteem,
lowers the level of impulse purchase intentions of customers. Epstein (1973) inferred that three dif-
ferent perspectives of self – i.e. physical, societal, and spiritual should be considered in order to
stay contented and positive. Ryff, almost a century ago, while working on the development of the
prospects of happiness, concluded that individual’s perspective about self-awareness is a measure
for positive well-being (Taylor & Brown, 1988). SE is considerably connected with optimism, posi-
tivity and absence of pessimism (Scheier, Carver, & Bridges, 1994). Te individuals having greater
sel-esteem are tend to have higher motivation level and ability to resis negativity by having positive
self-image.
Hypothesis Development
H2: There exists a positive connection between Self-esteem and impulse buying behavior
H2a: There exists a positive connection between self-esteem and positive mood
H2b: There exists a positive connection between Self-esteem and impulse buying behavior
having the mediating effect of positive mood.
Hedonism
Hedonic consumption can be explained in such a way that, “those facets of behavior that re-
late to the multisensory, fantasy, and emotive aspects of consumption” (Holbrook & Hirschman,
1982). This point of view considers that the consumer is satisfied from product and uses it when he
finds quality, pleasure and fulfilment of their aesthetics, all at the same time. (Holbrook &
Openly accessible at http://www.european-science.com 19Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
Hirschman, 1982). So, hedonism is an exploration of regeneration, desire accomplishment, charm
and attraction for anything. Consumers might have fantasies about having a product (Baumeister,
Heatherton, & Tice, 1994). The basic idea behind doing purchasing visits is to, purchase items
through instant buying behavior and to satisfy hedonic desires. (Hausman, 2000).
Westbrook and Black (1985) Studied that a number of desires and inspirations depend upon
hedonic components originating from the literature as “adventure shopping,” “social shopping,”
“gratification shopping,” “idea shopping,” “role shopping,” and “value shopping”. If people are mo-
tivated by fulfilling their desires, societal and emotional needs, then they tend to show instant buy-
ing behavior to a greater extent. (Hausman, 2000). Individuals want entertainment, amusement, and
pleasure by spontaneous or instant buying of the products. So, the customers who are more interest-
ed and passionate about shopping they enjoy instant buying and show impulsive behavior in it (Park
& Lennon, 2006). Hedonism due to its positive effect, is considered to be accountable for the effect
of customer’s cheerful attitude on its physical wellness (Warburton & Sherwood, 1996).
Hypothesis Development
H4: There exists a positive connection between Hedonism and impulse buying behavior.
H4a: There exists a positive connection between Hedonism and positive mood.
H4b: There exists a positive connection between hedonism and impulse buying behavior
having a mediating effect of positive mood.
Shopping Enjoyment
According to Goyal and Mittal (2007), “shopping enjoyment is a buyer’s individual charac-
teristic which represents the tendency to find shopping more pleasant and to experience greater
shopping amusement than others”. Shopping enjoyment is another variable causing individual dif-
ferences, whereby customers regard purchasing as a construct of fun, they don’t follow a purchasing
list, and hence, inclined to make a lot of instant buying (Sharma & Sivakumaran, 2004).
People who have more tendency to enjoy shopping, tend to visit stores frequently and feel
temptation towards unplanned buying (Badgaiyan & Verma, 2014). Beatty and Ferrell (1998) dis-
covered, enjoyment while shopping as a determinant for instant purchasing attitude. According to
Westbrook and Black (1985), shopping lovers feel a greater level of amusement and satisfaction by
doing instant buying and shopping as compared to shop according to their buying list. Retailers and
shopkeepers may motivate the consumers to spend more on shopping by offering them, promotional
activities and discounts etc. which causes an increase in unplanned buying. (Bellenger &
Korgaonkar, 1980). So the consumers seek pleasure in shopping and instant buying.
Hypothesis Development
H1: There exists a positive connection between shopping enjoyment and impulse buying be-
havior.
H1a: There exists a positive connection between shopping enjoyment and positive mood
H1b: There exists a positive connection between shopping enjoyment and impulse buying
behavior while having the mediating role of positive mood.
Impulse Buying Tendency
This tendency is another factor that empowers instant purchasing behavior. Instant purchas-
ing tendency is a characteristic that is distinctive between individuals. Weun et al. (1998) and Beatty
and Ferrell (1998) concluded that, “impulse buying tendency (IBT) can be stated as, the tendency to
make unplanned purchases and to buy spontaneously, with little or no deliberation or consideration
of the consequences”.
Categories of Impulse Buying Tendency
Three features of Impulse buying tendency are, behavioral, affective and cognitive.
1. Behavioral aspect includes responsiveness, inspiration and stimulation
Openly accessible at http://www.european-science.com 20Social science section
2. Affective aspect consists of inspirational desire to purchase, encouraging mood for
buying and thoughts administration. It also outlines a sturdy desire for distinctive instant attitude.
3. Furthermore, cognitive aspect is a small emotional factor; it does not provide any at-
tention towards impulsive and spontaneous purchasing (Youn & Faber, 2000).
People differ in their tendency of having impulse buying behavior. So, consumers who show
impulse buying tendency at a higher rate, usually represent more positive attitude and feel excited
and proud of themselves thus, inclining towards buying products impulsively. The capacity to pur-
chase impulsively gives them a sense of pleasure and enthusiasm in shopping.
Hypothesis Development
H5: There exists a positive connection between impulse buying tendency and impulse buy-
ing behavior
H5a: There exists a positive connection between impulse buying tendency and positive mood
H5b: There exists a positive connection between impulse buying tendency and impulse buy-
ing behavior while having a mediating effect of positive mood.
Fashion Involvement
Fashion Involvement deals with classy and fashionable apparels and this kind of involve-
ment calls consideration about the importance of fashion items and their effect on instant purchasing
behavior (Park & Lennon, 2006). O'Cass (2004) determined most of the times decisions of consum-
ers become easy when any sort of fashion is involved in the product. When they find trendy clothes,
their decision is supported by their awareness about latest fashion. They feel happy and superior
about themselves in the eyes of public by exposing there fashion involvement ability.
Hypothesis Development
H3: There exists a positive relationship between Fashion involvement and impulse buying
behavior
H3a: There exists a positive relationship between Fashion involvement and positive mood
H3b: There exists a positive relationship between Fashion involvement and impulse buying
behavior while having a mediating effect of positive mood.
Positive Mood
A mood can be explained as “a strong, mental or instinctive feeling that affects a customer’s
behavior and is virtually uncontrollable in nature” (Hawkins & Best, 2001). The extent to which an
individual is excited, motivated, enthusiastic and attentive is determined by the degree of positive
mood (Beatty & Ferrell, 1998).
Belk proposed few determinants among which the most important one was the customers’
mood, while taking decisions; mood is considered to be a significant factor since last many years.
The variable that influences an individuals’ attitude and behavior is their mood without distracting
other intellectual procedures (Clark & Isen, 1982). Customer’s reactions and their results are stimu-
lated by their mood (Holbrook & Hirschman, 1982). Positive emotion can easily be aroused by an
individual’s response to outside world i.e. advertisings, concessions etc. which effect emotional
tempera and moods. Those customers who have pleasing moods tend to display greater hedonic and
Consumers possessing positive mood tend to undergo higher hedonic and functional values.
Hypothesis Development
H6: There is a positive relationship between impulse buying behavior and positive mood.
Impulse Buying Behavior
This is such a behavior that is not intended and scheduled, it is initiated from susceptibility,
impulsively products are bought and involves in emotional reaction (Piron, 1991). Impulse buying
has been clarified as “as a sudden, hedonically complex purchase behavior in which the rapidity of
Openly accessible at http://www.european-science.com 21Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
the impulse purchase precludes any thoughtful, deliberate consideration of alternative or future im-
plications” (Sharma, Sivakumaran, & Marshall, 2010).
In a nutshell, there are basically three types of impulse buying. First of all, instant buying is a
quick process that is followed by positive emotions. Secondly, those who perform impulse buying
are very less concerned with price and amount. Thirdly, this process usually involves a hedonic de-
sire for abrupt satisfaction by using the products (Dholakia, 2000). Instant buying is considered as
more exciting, less planned, and comparatively highly obsessive attitude as compared to planned
purchasing behaviors. Willingness to shop instantly usually develops due to sensory associations
(i.e. attachment with the product) and accompanied by environmental factors and distinctive charac-
teristics (Sharma et al., 2010). Hence, customers typically develop attractions while purchasing in-
stantly (Puri, 1996).
Types of Impulse Buying
The idea about "impulse mix" explains various buying circumstances which are classified in-
to eight types of impulsive buying which are as follows, Pure impulse buying
1. Reminder impulse buying
2. Suggestion impulse buying
3. Planned impulse buying
4. Accelerator impulse buying
5. Compensation impulse buying
6. Breakthrough impulse buying
7. Blind impulse buying
Theoretical model
Following model shows the relationships between DV and IVs in the presence of mediating
variable.
Openly accessible at http://www.european-science.com 22Social science section
Theoretical Framework
This instant buying framework also involves the individual characteristics and it was de-
signed on the foundation of “stimulus-organism-response (S-O-R)” framework which was created
by Mehrabian and Russell (1974) (Chang et al., 2011). Generally, this SOR framework consists of
discrete mental and emotional features of the customers that differ from on individual basis.
Mehrabian and Russell (1974) analyzed that for SOR model, the most significant mediator was,
emotional state of mind. Instant buying takes place when someone feels an abrupt, spontaneous and
strong attraction towards purchasing the product. This urge is due to customers’ internal discrete
characteristics and those who exhibit more involvement in fashion tend to show greater impulsivity.
Fashion usually involves trendy clothing and stylish items that influence a customer’s buying beha-
vior (Joo Park et al., 2006).
Ramanathan and Menon (2006) asserted that the basic reason behind instant purchasing is
positive affect and hedonic fulfilment so when the customers are in a pleasing mood, they show
carelessness and usually involve in impulse buying (Tinne, 2011). Researchers in the past also found
that pleasing emotions play a great role in enhancing instant purchasing (Park & Lennon, 2006) and
(Beatty & Ferrell, 1998). Hence on the basis of above mentioned theoretical framework, it can be
determined that consumer’s individual differences would influence its positive affective reactions
sequentially resulting in impulse purchasing behavior.
Methodology
Research Design
Research design involves the processes which are complementary in order to obtain the data
for the construction and solution of commercial research issues. Research maybe investigative, de-
scriptive or conclusive and this research study is grounded on conclusive one because calculations
are involved in it. This study can also be recognized as causal study as it explains the relationship
between causal variables and their effects. This is a cross sectional study as it collects data at a par-
ticular point in time. A sample size of 300 consumers from Lahore is drawn on the basis of non-
probability sampling technique of convenience sampling. Quantitative data collected through sur-
veys from individuals, has been used for analysis. Those self-administered questionnaires were con-
sisted on 30 questions.
Measures
“Likert scale” having five stages was used in order to analyze responses of individuals. Scale
extended from 1= “strongly disagree” to 5= “strongly agree”. Questionnaire by Beatty and Ferrell
(1998) was used for measuring impulse buying behavior. This scale has three determinants of instant
buying behavior. Self-esteem is measured using the scale of Rosenberg (1965a) that consists of five
factors of positive self-esteem. Shopping enjoyment was measured using the scale of Ellis (1995)
having four items. Hedonism was measured using the seven items scale developed by Unger (1981).
Impulse Buying tendency was measured using three items scale established by Weun et al., (1998).
Fashion involvement was measured using four items scale by Fair-hurst et al., (1989) while for the
measurement of Positive mood, “PANAS” four items scale by Watson et al. (1988) was utilized.
Reliability & Validity of Survey Instrument
This study uses the questions from the adopted questionnaires of past studies, in their origi-
nal form so there was no need to check internal consistency of the questions as they were pretested.
Hence the standardized scales that reflect the literature review were used for survey purposes.
Openly accessible at http://www.european-science.com 23Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
Response Rate
In five shopping malls and stores, total 350 questionnaires were spread among the customers
to collect data while 309 were responded, showing 88% response rate.
Results
This research study provides the outcomes after conducting statistical analysis of the data
collected. It shows PLS based SEM analysis related to research hypothesis. The conceptual model
was assessed by applying “two-step approach, a) inner-model or measurement model and b) outer-
model or structural model”
Step-one: Measurement Model Results
Indicator Reliability:
Based on PLS measurement analysis, table 1 indicates that the absolute correlation among
construct and its “factor loadings” was above than the minimum required limit i.e. 0.4. Question no
4 and 8 about Hedonism were removed from the model because they failed to meet the quality re-
quirement 0.7 by showing the reliability of 0.459 and 0.260 respectively. “Factor loading” that
ranges from 0.6295 to 0.8580 fulfills the requirements of reliability test (Churchill Jr, 1979).
Measurement of the reliability (Construct-level):
Table 1 showed that “the Cronbach’s α was higher than the required value of 0.6 Cronbach
(1951) and composite reliability was higher than the recommended 0.7 value” (Bernstein &
Nunnally, 1994).
Measurement of validity (Convergent validity):
Table 1 indicates that for each hypothesis, AVE which was extracted, was higher as com-
pared to the required rate i.e. 0.5 (Fornell and Larcker, 1981) and it also shows that each hypothesis
has capability to explain more than half variance for its measuring items on average.
Table 1. Results summary for Reflective Measurement Models
Latent Va- Indicators Factor Indicator Composite Cronbach’s Convergent
riable Loadings Reliability Reliability Alpha Validity(AVE)
Q1 IBB 0.7879 0.6207
Impulse Q2 IBB 0.7757 0.6017
Buying Be- Q3 IBB 0.8255 0.6814 0.8389 0.7122 0.6346
havior
Q5 Hedon- 0.7769 0.6035
ism
Q6 Hedon- 0.8071 0.6514
Hedonism ism 0.8768 0.8241 0.5884
Q7 Hedon- 0.7661 0.5869
ism
Q9 Hedon- 0.6656 0.4430
ism
Q10 He- 0.8106 0.6570
donism
Q11 FI 0.7887 0.6220
Fashion In- Q12 FI 0.8351 0.6974
volvement Q13 FI 0.7631 0.5823 0.8417 0.7488 0.5733
Q14 FI 0.6259 0.3917
Openly accessible at http://www.european-science.com 24Social science section
Latent Va- Indicators Factor Indicator Composite Cronbach’s Convergent
riable Loadings Reliability Reliability Alpha Validity(AVE)
Impulse Q15 IBT 0.7891 0.6226
Buying Q16 IBT 0.7630 0.5822
Tendency Q17 IBT 0.7846 0.6156 0.8224 0.6775 0.6080
Q18 Self- 0.8042 0.6467
esteem
Self-esteem Q19 Self- 0.7566 0.5724
esteem
Q20 Self- 0.7232 0.5230
esteem 0.8706 0.8152 0.5740
Q21 Self- 0.7781 0.6054
esteem
Q22 Self- 0.7229 0.5225
esteem
Q23 PM 0.8038 0.6461
Positive Q24 PM 0.7675 0.5890
mood Q25 PM 0.8400 0.7056 0.8572 0.7785 0.6015
Q26 PM 0.6822 0.4653
Q27 SE 0.8317 0.4653
Shopping Q28 SE 0.7310 0.5343
Enjoyment Q29 SE 0.8517 0.7254 0.8908 0.8391 0.6719
Q30 SE 0.8580 0.7362
Measurement of validity (Discriminant validity):
The Table 2 shows that none of the inter-construct correlation value was above the square-
root of the AVE and satisfied the criterion of the discriminant validity.
Table 2. Discriminant Validity
ID Shopping Self- FI Hedonism IBB IBT Positive
enjoyment esteem mood
Shopping 0.8197 0.4144 0.4695 0.7034 0.4266 0.4096 0.6188
enjoyment
Self- 0.4144 0.7576 0.4540 0.5357 0.5944 0.6508 0.6966
esteem
FI 0.4695 0.4540 0.7572 0.4943 0.4286 0.3543 0.4909
Hedonism 0.7034 0.5357 0.4943 0.7671 0.4931 0.4799 0.6637
IBB 0.4266 0.5944 0.4286 0.4931 0.7966 0.6890 0.5976
IBT 0.4096 0.6508 0.3543 0.4799 0.6890 0.7789 0.6002
Positive 0.6188 0.6966 0.4909 0.6637 0.5976 0.6002 0.7755
mood
Openly accessible at http://www.european-science.com 25Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
Step-Two: Structural Model Results
Determination of coefficient (R2):
Table 3 indicates that the Positive mood shared maximum variance i.e. (R2 = 0.6536, 65%)
followed by Impulse Buying Behavior (i.e. R2 = 0.5488, 55%). Adopting the standard of Chin
(1998) model is considered to be substantially fit. Results of the study suggested that the model de-
scribes the most prominent variation in positive mood, which at the end contributes in the deviation
explained by impulse buying behavior.
Predictive Relevance (Q2):
Table 3 shows that the maximum predictive relevance was shared by positive mood i.e. (Q2=
0.376, 38%) which is followed by Impulse Buying Behavior (i.e. Q2= 0.341 or 34%). Following the
criterion, this model was considered to be good because Q2 >0.
Table 3.Results of R square and Q square values
Latent Variable R square Q square >0
Impulse Buying Behavior 0.5488 0.341
Positive mood 0.6536 0.376
Figure 3: PLS model based t-values:
Openly accessible at http://www.european-science.com 26Social science section
Effect Size (f2):
In table 4, f2 column indicated that most of the IVs presented weak effect size (i.e. f2 < 0.02)
only except instant purchasing tendency that shows a significant effect size 0.2417 (i.e. f2 > 0.15).
Prediction relevance (Q2):
This research, considers the recommendations by Chin (1998), according to which blindfold-
ing was conducted through omission distance G = 7. Table 4 explains indices for q2, as it can be
noted that most of the independent variables are explained somewhat above the general level (i.e.
q2>0 and q2 0.15), all the other IVs indicate predictive relevance and lower impact.
Table 4. Results of f square Effect size and q square Effect size
ID Latent Variables F2 Effect size Q2 Effect size
1 Shopping enjoyment 0.0000 -0.0015
2 Self-esteem 0.0111 0.0137
3 Fashion Involvement 0.0200 0.0015
4 Hedonism 0.0022 -0.0015
5 Impulse Buying Tendency 0.2417 0.1108
Path estimation (β):
Regression coefficient (β) was used in order to analyze all the relationships in the frame-
work. PLS Bootstrap process is being used to acquire t-test which is used to analyze the significance
of regression coefficient β. Table 5 indicates that seven path relations were significant while four out
of eleven path relationships were insignificant. Given that, results of paths towards dependent varia-
ble IBB revealed that only IBT, FI, and PM were positively significant, while Self-esteem, shopping
enjoyment and Hedonism were insignificant. The results of path relations having positive mood as a
Openly accessible at http://www.european-science.com 27Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
mediator showed that only shopping enjoyment, Instant buying tendency, Hedonism and Self-
esteem were positively significant whereas Fashion inolvement was insignificant.
Table 5. Significance Testing Results of the Structural Model Path Coefficients
Hypothesis no. Path Relations Path Coefficients t-values Significance
(-1 to +1) (>1.96) Levels
H1. SE – IBB 0.0120 0.1910 NS
H2. Self-esteem – 0.1069 1.6854 NS
IBB
H3. FI – IBB 0.1122 2.5235 **Sig.
H4. Hedonism – IBB 0.0513 0.7974 NS
H5. IBT – IBB 0.4598 7.9147 *Sig.
H6. PM - IBB 0.1505 2.0209 **Sig.
H1a. SE – PM 0.2377 3.4955 *Sig.
H2a. Self-esteem – PM 0.3690 5.6955 *Sig.
H3a. FI - PM 0.0623 1.3988 NS
H4a. Hedonism – PM 0.1982 2.7546 *Sig.
H5a. IBT – PM 0.1456 2.4845 **Sig.
Note: NS=not significant, Sig=Significant. *= Significant at 0.01 level of significance
**= Significant at 0.05 level of significance ***= Significant at 0.10 level of significance
Mediation Analysis:
When testing mediating effects, researchers should rather follow Preacher and Hayes (2004,
2008) and bootstrap the sampling distribution of the indirect effect of the mediator model (Preacher
& Hayes, 2008).
Table 6. Results summary of the Mediation analysis of Structural model
Path a Path b a*b SE(a* t value C a*b + VAF Media-
b) p> c tion
0.01
H1 b: 0.633 0.546 0.346 0.04 8.640 0.085 0.431 0.803 Full med-
SE>PM iation
>IBB VAF
>80%
H2 b: 0.713 0.369 0.263 0.04 6.577 0.332 0.595 0.442 Partial
S.est>P mediation
M>IBB 20% 20%IBB 20%Social science section
Path a Path b a*b SE(a* t value C a*b + VAF Media-
b) p> c tion
0.01
H5 b: 0.603 0.29 0.1757 0.03 5.829 0.514 0.689 0.254 Partial
IBT>PM mediation
>IBB 20%Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
H1a is supported in this study as proved in the similar research by Beatty & Ferrell (1998)
stating that there is a prominent association between shopping enjoyment and positive mood because
those who enjoy shopping feel passionate, enthusiastic and excited while doing it.
The result depicts that the impact on instant buying is due to 80% shopping enjoyment which
can be explained through positive mood. So, positive mood plays a role of mediator between shop-
ping enjoyment and Impulse Buying Behavior. Thus, H1b is supported.
H2: Self-esteem has a positive relationship with impulse buying behavior
H2a: Self-esteem has a positive relationship with mood
H2b: The association between Impulsive buying and self-esteem is mediated by positive
mood.
H2 is not supported in the study as proved by the studies performed by Rook & Fisher
(1995) and Silvera et al. (2008). It explains that the customers having higher level of self-esteem
tend to show higher level of satisfaction and contentment with their own personalities. Such people
do not feel embarrassed, less confident, low or less worthy about themselves so they do not need to
raise their self-esteem by showing impulsive buying.
H2a is supported in this study as also proved by a research performed by Lyubomirsky,
Tkach, & DiMatteo (2006) in the past. It states that self-esteem has a significant association with
positive mood because consumers who have high self-esteem generally feel happy, enthusiastic, ex-
cited and proud of themselves.
H2b is also supported. The result concludes that 44% impact of Self-esteem, on IBB is ex-
plained via Positive Mood. Thus partially mediating relationship exists between the two.
H3: Fashion involvement has a positive relationship with impulse buying behavior
H3 a: Fashion involvement has a positive relationship with mood
H3 b: The association between Impulsive buying and fashion involvement is mediated by
positive mood.
Results of analysis support this hypothesis H3 as proved in the past by few studies performed
by Joo Park et al. (2006) and Khan, Dhar, & Wertenbroch (2004). Customers who are interested in
shopping trendy and fashionable apparels and items tend to show higher tendency of spontaneous
buying. So in order to remain modern and attractive they do not think logically and reasonably be-
fore taking decision.
H3a is not supported. Fashion involvement possesses an insignificant relationship with posi-
tive mood because fashion-oriented buying is motivated by new and modern fashion attitudes. Cus-
tomers having pleasing moods do not always ensure that they will show impulsive attitude towards
buying fashionable clothes because there are many other social factors that encourage fashion in-
volvement.
The results determine that the positive mood partially mediates the relationship between Fa-
shion Involvement and Instant Buying (p > 0.01). Therefore, the effect on IBB due to 60% of FI can
be explained via PM, the mediator. Thus H3b is also supported.
H4: Hedonism has a positive association with impulse buying behavior
H4 a: Hedonism has a positive association with mood
H4 b: The association between Impulse buying and hedonism is mediated by positive mood
H4 is not accepted as validated by Bayley & Nancarrow (1998). According to this study, im-
pulse buying is motivated due to any consumers’ sudden remembrance about any particular need or
any desired product. So impulsive buying can be raised through self-esteem or higher instant buying
tendency as other factors also influence instant purchasing as compared to hedonism.
H4a is supported. This study concludes that there is a significant relationship between posi-
tive mood and hedonism as the customers are enthusiastic, excited and passionate to purchase lux-
Openly accessible at http://www.european-science.com 30Social science section
urious and modern item. They get pleased while buying products and do not think rationally before
taking decisions. Moreover, this finding was consistent with previous research done by Hausman
(2000). These findings are supported in the fulfillment of expressive and emotional requirements,
like relaxation, amusement and entertainment. (Yüksel, 2007).
Positive mood partially mediates the relationship between Impulse buying and Hedonism (p
> 0.01). Therefore, the impact on IBB due to 65% of Hedonism can be explained via Positive Mood.
Thus, H4b is supported.
H5: There is a positive association between Impulse Buying Tendency and impulse buying
behavior
H5 a: There is a positive association between Impulse Buying Tendency and positive mood
H5 b: The association between impulse buying behavior and Impulse Buying Tendency is
mediated by positive mood.
H5 is supported because consumers having the tendency to shop impulsively tend to buy
items without thinking rationally and logically. Dholakia (2000), Herabadi, Verplanken, & Van
Knippenberg (2009) and Chavosh, Halimi, Namdar, Choshalyc, & Abbaspour (2011) also supported
these findings in their research study. .
H5a is accepted stating that there is a positive relationship between impulse buying tendency
and positive mood because whenever the customers find any opportunity to shop instantly, they tend
to show pleasure and satisfactory feelings as instant buying tendency gives a feeling of satisfaction,
happiness and fulfilment. These outcomes were also supported by researches performed by Flight et
al. (2012) and Herabadi et al. (2009).
Positive mood mediates the association between Impulse Buying Tendency and Impulse
Buying Behavior (p > 0.01). Therefore, the impact on IBB due to 25% of IBT can be explained by
Positive Mood. Hence, H5b is supported.
H6: Mood has a positive relationship with impulse buying behavior
Similar studies in the past performed by Flight et al. (2012), Park & Lennon (2006),
Sundström, Balkow, Florhed, Tjernström, & Wadenfors (2013) and Donovan et al. (1994) supports
the hypothesis. Consumers who shop with enjoyment and pleasure mostly prefer impulsive buying
without thinking rationally. Positive feelings increase the probability for making impulse purchases
since the feelings in many ways replace rational thinking.
Conclusion and Implications
This research has studies the link of individual differences with impulse buying behavior and
positive mood. Findings of the study include that fashion involvement, positive mood and impulse
buying play an important role as they motivate individuals for spontaneous buying. Hence, market-
ing managers should try to focus on those strategies which are able to enhance positivity in emo-
tional environment by concentrating on customers’ interest and entertainment. Marketers should try
to raise fashion involvement by focusing on shopping environment and such pricing policies must
be designed which can promote instant buying tendency among individuals. Retailers can contri-
bute in this process by making less risky return policies and increasing store and credit hours. This
study paves a way for further researches and also provides practical suggestions to organizations in
order to analyze various factors and their effect on impulse buying behavior.
This research also contributes in the analysis of various factors that determine individualities
for instant buying behavior. Particularly this study targets a country whose culture is different from
other countries, on which past researches were conducted. This research is beneficial for production
companies and businesses as it provides them, the information about customers’ attitude and spon-
Openly accessible at http://www.european-science.com 31Muhammad Bilal Ahmad, Hafiz Fawad Ali, Maha Sabir Malik, Asad Afzal Humayun, Sana Ahmad
taneous purchasing behavior. Now they can better understand the needs and wants of consumers on
the basis of their personal differences. Findings of the study can be beneficial for local marketers
and manufacturers by making them aware about psychological requirements and the features in the
products that are demanded by customers. This research provides a broader perspective and a com-
prehensive knowledge for the identification of those items that are highly demanded and enhance
instant buying tendency in consumers. And then such targeted items can be advertised and focused
upon in order to generate higher profits.
Limitations and future research
Although this research paper has contributed a lot in new findings but still there are some li-
mitations that can help for future research. Data were collected from customers of Lahore, Pakistan
that limits generalities while it could also be collected from other citizens. And the size of sample is
also not sufficient to ascertain its universality. Hence, in order to raise the significance, sample size
can be enlarged. This research also included cross-sectional type of research that proved to be inef-
fective to understand the impact of individualities on instant buying behaviors.
Moreover, self-admired questionnaires were used to collect data and is liable to prone to all
the biases inherent to this method i.e. limitations of data, misunderstanding questions, socially ex-
pected responses etc. Lack of time is also a restriction while many other variables also effect instant
buying behavior that are not discussed in this study like, time availability and product involvement.
Although a proper check is retained while the process of collection of data but still there is a possi-
bility that people do not respond properly when they are interrupted during shopping.
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